November 04, 2015

"They’re finding it to be more and more of a need to have [people] within their own organisations who are essentially neuro-experts...”

The Stack Neuroscientific marketing is a rising trend for U.S. television networks, two of which have recently opened research laboratories devoted to digging deeper into how the consumer interacts directly with advertising, and also with the shows in which advertising is featured. by Martin Anderson

'Viacom Inc.’s New York-based laboratory is concentrating primarily on brainwave activity from test subjects who are given media to watch or interact with, and the project’s core objective is to determine the timing of ads. The general notion behind the research which makes use of electroencephalogram (EEG) brain readings, is that scenes which gain emotional response from expectant mothers might be an apposite queue for baby-related items, or that a scene which makes the viewer feel hungry is an obvious point to present a food-related ad (presumably for a deliverable foodstuff which can capitalise on the transient feeling).

'NBCUniversal opened a similar lab in Orlando in September, which provides ersatz domestic environments in which volunteers’ faces and biometric responses to potential network output are monitored and analysed. NBCU’s president of research and media development Alan Wurtzel observes “This is the closest to what’s going on inside your brain.”

'Testing of this nature can cost $30-$100,000 on a per-study basis, double the cost of the traditional focus groups which industry has relied on to help make advertising more effective, but since market fragmentation and technological trends such as time-shifting have made it so hard to get a viewer even watching an ad, its imperative for the industry to make its spots more effective.'

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